Global Toy Newstag:typepad.com,2003:weblog-866728855941015152018-02-15T11:55:05-08:00Richard Gottlieb is an internationally known expert, consultant, speaker and commentator on the business of play. He is a visionary who foresaw the convergence of entertainment and play (traditional toy, video game, digital and children’s media) into one play industry. He is highly valued for his ability to visualize how to survive and thrive in the 21st century play economy.
Richard is the CEO of “Global Toy Experts,” a global consultancy and resource for knowledge and guidance for competing in the 21st century play and children’s media businesses.
Richard, who holds an MBA in Global Management, is also the Publisher of Global Toy News, the industry resource for toy news, toy trends and analysis of the business of play.
In addition, Richard is the Founder of the World Congress of Play, the only conference to bring all of the play industries together in one place at one time. The Congress met in San Francisco in 2013 and 2014 with the 2015 conference scheduled for Conferences scheduled for Verona, Italy. The conferences have featured speakers from the Walt Disney Company, Hasbro, Mattel, Activision, Saban, Nickelodeon, Six Flags, Sears, Toca Boca and other leading purveyors of play.
Richard is a recognized advocate for gender-neutral marketing and has held influential “Girls and Toys” conferences in New York, Nuremberg and Los Angeles.
Richard has strong, global industry contacts at the highest levels and is accordingly able to secure hard to get appointments with industry leaders.
Richard is frequently interviewed by media worldwide, and has been called on by the BBC, ABC News, CNN, MSNBC, The New York Times, Newsweek and other media outlets. Richard is author of the book, “Ambassador to the Kingdom of Wal-Mart.”
Richard has spoken to toy industry conferences in the United States, Brazil, Hong Kong, Spain, Germany, Croatia, Russia and Denmark.
In recognition of his prominence in the toy industry, Richard was appointed a voting member of the National Toy Hall of Fame committee.
TypePadIAmElemental; the Global Toy News Interviewtag:typepad.com,2003:post-6a0133ec87bd6d970b01bb09dd58e7970d2018-02-15T11:55:05-08:002018-02-16T06:30:18-08:00Julie Kerwin is the Chief Elemental Officer of IAmElemental. Founded in 2013, the company conducted a Kickstarter campaign in 2014 which was fully funded in two days and was named...Richard Gottlieb

Julie Kerwin is the Chief Elemental Officer of IAmElemental. Founded in 2013, the company conducted a Kickstarter campaign in 2014 which was fully funded in two days and was named by TIME Magazine as one of the “25 Best Inventions of 2014” and “Top 10 Toys of 2014.” In 2016, Kerwin was selected by the White House for their conference on “Breaking Down Gender Stereotypes in Media and Toys.” IAmElemental's groundbreaking products were honored by the Toy Industry Association as 2017 Toy of the Year finalists in the Action Figure of the Year and Rookie of the Year categories, and Kerwin received a Wonder Woman Award in the Rising Star category from Women in Toys, Licensing & Entertainment (WIT). The company was also named a 2018 Toy of the Year finalist in the Action Figure of the Year category. Kerwin appears regularly as a speaker at events hosted by New York Comic Con, New York Toy Fair, and Kickstarter.

Before launching IAmElemental in 2013, Kerwin spent five years as co-owner of independent music label Club Rock Records. Club Rock started out teaching original songwriting to teenagers and grew into a full-service production company, where Kerwin advised bands including The NowhereNauts (available on iTunes) on all business and creative aspects of album creation.

Kerwin holds a BA in English and a certification in Secondary Education from Wellesley College, as well as a JD from Fordham University School of Law. She is a non-profit fundraiser, a patron of the arts and sciences, and a not-so-secret pop-culture critic. Her first novel, shortgirldeadmom.com, launched as an online diary in 2014.

Richard: You have two series of IAmElemental figures. One is called Courage and the other Wisdom Warriors. I have to ask: Which are you?

Julie: In the IAmElemental universe, we believe that all of the Superpowers that make up the Elements of Power reside inside of each one of us. Having said that, I definitely identify with certain powers more than others (don't we all?). At my core, I am a Wisdom Warrior. I am a voracious reader and researcher; one of my all-time favorite quotes is Michelangelo's "Always learning" (the artist, not the Ninja Turtle); and my most channeled Superpower is Creativity. But, my sons think my Superpowers are Bravery and Industry. So, I suppose it all depends on who you ask!

Richard: What drove you to create IAmElemental?

Julie: When we created IAmElemental back in 2012, we had three goals. First, arguing that the female action figures on the market at the time were hyper-sexualized in a way that rendered them inappropriate as playthings for children, we designed a figure with a healthier breast-to-hip ratio, a bum that wasn't offensive, and legs that were proportional to her body. Second, we reinvented the Superhero myth. In the IAmElemental universe, the child is the Superhero, and our figures represent her Superpowers. Hence our tagline: It's Character, not Characters. Third, we created a figure that was forward-thinking in its design and engineering. We knew that if it wasn't super cool and fun to play with then there wasn't any point in making them at all. Also, as the mother of two sons, I was very much invested in ensuring that boys would like them as much as girls. I argue that it is just as important to put a strong, healthy female figure in the hands of a boy as it is a girl. How can we hope to promote the notion of gender equality if we only teach girls what it means to be a powerful woman? That is why IAmElemental has always been girl targeted, boy inclusive.

Richard: How do you classify IAmElemental? Are they Action Figures, Action Dolls, Dolls or something else?

Julie:IAmElemental makes action figures. Having said all that, we are not anti-doll or anti-princess. We believe that there is room in a child's toy box for both dolls and IAmElemental action figures. But, we also believe that they are different things. Even if you dress Barbie up as a Superhero, she is still a doll. Dolls you primp, you change their outfits, comb their hair, etc. Dressing up Barbie is a core element of that play experience. Action figures take on challenges, fight bad guys, and have Superpowers. That difference is at the heart of another one of our taglines: If you give a girl a different toy, she will tell a different story. If you change the way girls play, by making them the protagonists of their own empowering stories, you can change the way they think - about themselves and their role in the world around them.

Richard: I find the aesthetics in your product to be elegant, active and very interesting. Did you do the design work and what was in your mind in designing them?

Julie: Thank you so much for the kind words. I am having the time of my life designing the figures. It is my favorite part of my job. First, each IAmElemental Series has a different Muse and, therefore, a different aesthetic. For example, the Muse for Series1/Courage is Joan of Arc, and the Muse for Series2/Wisdom is the ancient Greek philosopher, astronomer and mathematician Hypatia. Once the Muse has been selected, I start compiling images. There are no limits. For the Courage series I started with literal interpretations - knights and Joan of Arc images - and shifted over time into high-fashion reinterpretations (and everything in between). These collected images then go to our designer, Haz Minor. He is the magician who takes my ideas and transforms them into a figure. From there, the team works together to tweak each figure until we're satisfied that she is a perfect representation of her Superpower. A lot of thought goes into both the accessory and color design. Nothing is random. For example, Persistence’s cape was modeled after an ocean’s wave and the idea that, while waves might keep coming and knocking you down, if you channel your power of persistence, you can always get back up. And Ingenuity's Octopus claw came about after my son showed me YouTube videos of an octopus escaping from a jar, and another changing its shape to look like a flounder. They are amazing problem-solvers, who use their powers of Ingenuity on a regular basis. When it comes to color design, we intentionally select colors that have no relation to skin tone; we do not want ethnicity to play a role in how any individual power is defined or perceived. Everyone jokes that I sleep with my Pantone Book. I am obsessed with color, and I veer toward the modern and unexpected. Same with the hair, articulation and engineering. And, based on your enthusiastic response, it sounds like we've accomplished our goals.

Because of this attention to detail, we always explain that you can go as shallow or as deep into the IAmElemental universe as you want. For some people, our action figures are just a fun toy, or a beautifully articulated collectible, and that's great. But, then there's a whole other group who love the "hidden Mickeys" and layers of meaning that we embed inside the toy.

Richard: I understand that you have recently struck a deal with the Jim Henson Company to bring your products to television as an animated show. Can you tell us about it or is it a secret (we won't tell anyone if it is)?

Julie: We are absolutely thrilled to be working with the wonderful team at the Jim Henson Company. When we first launched IAmElemental on Kickstarter, we deliberately did not give our female action figures a backstory. We felt that there weren't enough examples in the media of females saving the day, and we wanted kids to create their own stories with females at the center of the story. Having said that, from the very beginning, we understood that storytelling is powerful. And we don't need research, though plenty exists, to tell us that it is important for both girls and boys to see vibrant examples of strong, healthy female protagonists across all types of media. We took our time to find a partner that loves and understands our mission as much as we do, and we look forward to seeing both our figures and our message of empowerment come to life.

Richard: What's next for IAmElemental?

Julie: We want to be known for female action figures, of course, but the opportunities for a lifestyle brand are tremendous. Right now, we are focused on making our core products as strong as possible, but we have at least five years worth of products and content in the pipeline. Stay tuned! We’re just getting started.

Richard: We always like to ask this question: What toys do you have on your desk or in your office?

Julie: An IAmElemental Mastery figure. I love her punk/schoolboy aesthetic, the way her cloak flows about her neck, and the way her colors pop. But, mostly, I wish I had her Superpower. I could get so much more done if I just had multiples of myself!

Surviving Toy Fair; Tricks from the Expertstag:typepad.com,2003:post-6a0133ec87bd6d970b01b7c94eda9a970b2018-02-14T22:59:00-08:002018-02-14T22:59:00-08:00Dawn Wilensky wrote this great piece on surviving Toy Fair in 2012. Its a classic with a message that merits repeating. Have you found yourself saying "there's got to be...Richard Gottlieb

Dawn Wilensky wrote this great piece on surviving Toy Fair in 2012. Its a classic with a message that merits repeating.

Have you found yourself saying "there's got to be a better way" as you wrestle through the crowds, try to catch that ever elusive taxi or hunt for something palatable during mealtime at Javits Center during Toy Fair.

You are not alone as thousands who attend the annual trade show also grapple with these same challenges.

With this in mind, I asked Toy Fair veterans far and wide to divulge their deepest, darkest (alright maybe not so deep and dark), but nonetheless, useful secrets for surviving during those trying four days.

"For my fellow female colleagues, it’s a must to wear comfortable shoes. The lower the heel the better! For everyone, be prepared for snow. Over the years, it has snowed during Toy Fair numerous times. Warm coats and boots are a good idea. Also, getting a cab outside of the Javits Center is tough at the end of the day. Make arrangements for a car service or hop on one of the Toy Fair buses to a hotel/midtown or a location where cabs will be more readily available."

Eric Levin, Entrepreneur, Consultant, Investor, Change Agent

"Toy Fair is unlike any other trade show out there. It's a grown-up's playground and you need to have fun. It's about bringing products to life for attendees through exciting play experiences. We always order the most padding possible for beneath our carpet to keep attendees' feet happy ."

Jen Derevensky, president of Ren Beanie Public Relations

"Alternate your shoes. Even comfortable shoes can hurt your feet after a full day of walking all over Javits and standing during showroom tours (not to mention hauling it through the streets of NYC!), so I always bring a second pair in my purse or laptop bag to change into midday. I find that alternating keeps my feet from hurting too much in one spot...and having happy feet makes for a much more successful show! I always carry snacks like almonds and high protein granola bars. They help keep your energy up, especially where there's no time to eat between appointments.

"Purell liberally and stay hydrated! Take it from one who spent the latter half of Toy Fair last year a lovely shade of green."

Tami Murphy, marketing manager, Co-Founder relevantdad.com

"Hydration is definitely key! Find a bathroom off the beaten path - the ones in the trade show hall are ridiculously crowded! The pre-made salads in the food court are good - though have a Tide pen handy because if you're like me, I am eating between talking to people in the booth and I ALWAYS drop a leaf of lettuce covered in salad dressing on my clothes! And I couldn't survive the week without "gellin'" - yes, that's right those shoe inserts work great."

Ashley Mady, president, Creator and Brand Guru, Basic Fun

"I always try to make a friend while hailing a cab from Javits! It enhances your odds of getting in a cab sooner, it's a great ice breaker and you may just be able to make a deal or pitch a property during the ride."

Norma Rosenfeld, president of Rosenfield Public Relations

"Attend an offsite event nearby and take advantage of shuttle service to and from the Javits so you don't have to worry about transportation!

Jay Foreman, President & CEO of The Bridge Direct

"Stay on the West side of midtown for easy access across town from your hotel to the convention center, especially if it snows. Also, use the shuttle buses as taxis are hard to come by when the show closes.

Lisa Orman, President of KidStuff Public Relations

"If you're a TIA member, you can get free copies if you have an emergency in their lower level office. If you're an ASTRA member, you can bypass the line and get free coat check and baggage check at their member lounge in the lower level. Come at the beginning of the day so you can quit a little early and avoid the huge shuttle bus line."

"When making appointments, try to avoid having to go from one end of the show to the other as much as possible to maximize time spent with suppliers, rather than waste time in getting to your appointments! Use a floor plan (see the TIA Toy Fair website) and make appointments by aisle (or at least by 2-3 aisles), that way, you're always near your next appointment. It's a little harder to do when working with a rep (who may want to show you his/her many lines that are all over the show), but if you leave your appointments with reps until near the end of the day, you are still able to make many appointments by aisle. And don't forget...leave time to walk to entire show looking for booths you haven't got appointments with...you never know what great item(s) might be lurking in the next aisle."

The Staff at Litzky Public Relations

"Buy Starbucks on your way to the venue to avoid the long lines. When exiting Penn Station, get in the cab line on 8th Ave instead of 7th, it is much shorter, and it is going in the direction of Javits. Buy gum, bottled water and other items off-site to save a few bucks. If you’re commuting from North Jersey, the ferries from Weehawken and Hoboken are the most direct route – they drop you off right behind Javits and make sure your phone and laptop are fully charged in the morning – good luck finding an outlet where you can plug in (aside from in your own booth, if available).

- See more at: http://www.globaltoynews.com/2015/01/secrets-of-surviving-toy-fair.html#sthash.DcdutyQC.dpuf

Unilever Challenges Digital Media; advertising dollars at stake tag:typepad.com,2003:post-6a0133ec87bd6d970b01b7c94f42f1970b2018-02-14T16:10:00-08:002018-02-13T05:59:16-08:00Unilever will not advertise on any digital platforms "that do not protect children or which create division in society.” ... Unilever has thrown the gauntlet down. Unilever Chief Marketing Officer...Richard Gottlieb

Unilever will not advertise on any digital platforms "that do not protect children or which create division in society.”

...

Unilever has thrown the gauntlet down. Unilever Chief Marketing Officer Keith Weed has challenged the digital-media industry to clean up its act. Unilever is theworld's largest consumer products company so when Mr. Weed speaks the digital-media industry listens. His bottom line is that if the social networks like Facebook do not do a better job of controlling the user experience vis-a-vis hate speech, racism, etc. then companies like Unilver will stop advertising.

Mr. Weed's remarks were made at an event put on by trade organization, the Interactive Advertising Bureau. Here is some of what he had to say:

Fake news, racism, sexism, terrorists spreading messages of hate, toxic content directed at children – parts of the internet we have ended up with is a million miles from where we thought it would take us. It is in the digital media industry’s interest to listen and act on this. Before viewers stop viewing, advertisers stop advertising and publishers stop publishing.

Consumers don’t care about third-party verification. They do care about fraudulent practice, fake news, and Russians influencing the US election. They don’t care about good value for advertisers. But they do care when they see their brands being placed next to ads funding terror, or exploiting children. They don’t care about sophisticated data usage or ad targeting via complex algorithms, but they do care about not seeing the same ad 100 times a day. They don’t care about ad fraud, but they do care about their data being misused and stolen.”

Mr. Weed stated that Unilever will not advertise on any digital platforms "that do not protect children or which create division in society.” The company will “only partner with organizations which are committed to creating better digital infrastructure, such as aligning around one measurement system and improving the consumer experience.”

This is the most substantial challenge we have seen to current social network and other digital platform practices. Its long overdue and it will be interesting to see how many other companies jump on board.

Major Licensors to Exhibit at Guangzhou's Toy & Hobby China Trade Showtag:typepad.com,2003:post-6a0133ec87bd6d970b01b7c94f2672970b2018-02-12T08:32:46-08:002018-02-12T08:34:08-08:00With Toys "R" Us struggling, toy companies are looking for new outlets for their products. The Toy & Hobby Show in Guangzhou allows for those companies to not only source...Richard Gottlieb

With Toys "R" Us struggling, toy companies are looking for new outlets for their products. The Toy & Hobby Show in Guangzhou allows for those companies to not only source but to open new markets for their toys and brands in China.

...

China, as in most things, has become a major market for character and brand licenses. The country generated $8.1 billion in licensed product sales in 2017 so it is becoming a highly attractive place for intellectual property holders.

The Guangzhou show draws exhibitors and attendees who are or wish to be selling and / or sourcing in China. As Ms Wendy Wen, Senior General Manager, puts it:

Our exhibitor profile differentiates us from other industry events as most of them are manufacturers who also show a strong interest in working with licensed characters or brands. In addition, as the most renowned fair in Southern China with 30 years of history, a large number of quality visitors ranging from wholesalers, distributors and shopping malls to department stores from around China attend the fair.

With Toys "R" Us struggling, toy companies are looking for new outlets for their products. The Toy & Hobby Show in Guangzhou allows for those companies to not only source but to open new markets for their toys and brands in China.

This is a dynamic time for the toy industry so I anticipate those looking for new outlets to be present. Will I see you there?

Circus Toys; An Appreciationtag:typepad.com,2003:post-6a0133ec87bd6d970b01bb09f0ec91970d2018-02-12T01:36:00-08:002018-02-14T10:39:18-08:00There were a number of important people who passed away in 2017 but one of the saddest was, not the death of an individual but the end of an institution:...Richard Gottlieb

There were a number of important people who passed away in 2017 but one of the saddest was, not the death of an individual but the end of an institution: Ringling Brothers and Barnum and Bailey Circus. In retrospect, it was, in a way, a relic of a bygone era, a time when there was no television much less the Internet. People who would certainly never have gotten the chance to see an elephant, a clown, a high wire walker or a trained seal got that chance for the cost of a ticket.

The toy industry loved the circus as can be seen in some of these vintage toys from yesteryear. I love the name the Louis Marx company gave to the toy featured at the top. Ring - A - Ling could have either been a very cute name for a toy that rang or it might have been a way of not having to pay a licensing fee; maybe it was both.

Lionel, Mickey Mouse circus train from the 1930's

Beautiful Box from the Schoenhut Company featuring a circus toy that could do "10,001 New Tricks"

Really interesting French circus toy from the late 19th century

Mechanical Juggling Clown from the early 1950's

Whither or Wither Toys "R" Us?tag:typepad.com,2003:post-6a0133ec87bd6d970b01b7c94e1e67970b2018-02-08T13:23:56-08:002018-02-14T10:40:41-08:00We all hope, for the sake of the industry and the people who work for Toys "R" Us, that things work out. We are, however, worried that they won't. ......Richard Gottlieb

We all hope, for the sake of the industry and the people who work for Toys "R" Us, that things work out. We are, however, worried that they won't.

In the United States, the industry was rattled by toy industry veteran Jim Silver's tweet of 5 days ago: "Word from a ToysRUs Owner (Bain, KKR, Vornado) has leaked out they are leaning towards a liquidation but unsure what type. More details, see my LinkedIn below."

Northjersey.com followed up on his statement in their article, "Toys R Us to begin going-out-of-business sales at targeted US stores". They asked Toys "R" Us to verify or deny whether Jim Silver's statement was true. They reported the Toys "R" Us response as follows: "A Toys R Us spokeswoman, asked for comment on that report, did not confirm or deny it, and instead dismissed it, implying it was not worthy of a response."

All of this raises the question: What are typical outcomes for companies that enter Chapter 11 bankruptcy. The title of an interesting article by Star Tribune columnist Lee Schafer says it all: "Odds are long for retailers that file Chapter 11." The reason he provides is found in a quote by Marc Levinson, an economic historian: “Most successful retailers have a public image that they’ve cultivated, what people associate with their brand...As the retailer gets into financial trouble, it typically has to pull back on many of the things that helped develop that reputation. You can’t sustain the image of the store."

Schaffer elaborates: "Anyone can see when fewer checkout counters are staffed. Dirty restrooms, scratched shelves, ripped carpet that doesn’t get replaced; it all undermines the store’s appeal. Even worse is not having merchandise that customers expect, perhaps as a manufacturer stops shipping due to concerns about getting paid."

All of this causes great concern. Toy Fair is around the corner and its going to be a challenging show for Toys "R" Us buyers and those who sell them if there is no further clarity on the company's destiny. We all hope, for the sake of the industry and the people who work for Toys "R" Us, that things work out. We are, however, worried that they won't.

Toy Fair 2018: The Gathering of the Tribestag:typepad.com,2003:post-6a0133ec87bd6d970b01bb09f0ebb8970d2018-02-08T01:19:00-08:002018-02-14T10:41:31-08:00I have gotten so many requests to repeat this piece that each year, a couple of weeks before Toy Fair, I post it. I am still excited, how about you?...Richard Gottlieb

I have gotten so many requests to repeat this piece that each year, a couple of weeks before Toy Fair, I post it. I am still excited, how about you?

Every year at this time I get that sense of anticipation knowing that our tribal get together, Toy Fair, is about to commence. In my mind’s eye, I can look out into the distance and can almost see them coming: The Toy and Game Inventors, Designers, Packagers, Publicists, Manufacturers, Retailers, Advertisers, Journalists, Agents and Sales Representatives.

They will gather on the floor of the Jacob Javits Center as well as in parties, bars and restaurants all over town. The Women In Toys banquet, the ASTRA get together, the TOTY Awards, Mary Couzin’s ChiTAG NYC Get-Together Get-Together and countless other parties and celebrations will be happening all over the city.

I believe that it is this mingling of the tribes that is the most important function that Toy Fair provides.

I know that common wisdom is that it functions as a place for manufacturers to show their new products to retailers. I think, however, that the true importance of Toy Fair is the magic that happens when so many intelligent, creative and aggressive people come together and cross pollinate ideas.

If you are a first time attendee at Toy Fair, or even if you are a veteran, take the time to appreciate the opportunity you have to meet new people, get new ideas and become motivated to take on the New Year.

I for one am excited. I look forward to seeing you in New York.

Does Bricks and Mortar Retail Really Need to Be Entertaining to Succeed?tag:typepad.com,2003:post-6a0133ec87bd6d970b01b7c94dd040970b2018-02-07T14:07:44-08:002018-02-14T10:47:01-08:00Does bricks and mortar retailing need to entertain us to be relevant? Does it, like "Guy Visser and His Singing Duck" in the above video, have to put on a...Richard Gottlieb

Does bricks and mortar retailing need to entertain us to be relevant? Does it, like "Guy Visser and His Singing Duck" in the above video, have to put on a show in order to get us to buy?

That was the thought that went through my mind as I read a very interesting look at the future of malls by management consulting firm A.T. Kearney. Their analysis, "4 Visions of the Future of Shopping Centers" considers the changes malls will need to make in order to survive in the coming years.

In their 4 visions of the future, they consider malls as retail spaces that are anchored by entertainment (think indoor ski slope), shared values like politics or belief, research (the mall as a locus for consumer research) and residential living. All very intriguing ideas.

I wonder, however, if this contemporary view of bricks and mortar retailing as having to offer more than just a consumption experience is missing a vital point. That point being that for bricks and mortar retailing to be successful the product mix and the shopping experience itself has to be entertaining.

Great museums curate their art collections. Shouldn't retailers feel the same way about what they offer? Museums not only choose what to hang on their walls but, as importantly, where to hang them, what hangs next to what, how much space between works of art, how much light to provide, what temperature to maintain and whatever else is required to create a compelling experience. An experience that makes you want to go to a museum rather than look up works of art on line.

Yes, for retailers price is important but if you are asking someone to come to your store then the product experience in the individual and aggregate has to be compelling in such a way that it is worth the trip.

And while we are at it, bricks and mortar retailers need to avoid being out of stock like the plague. Prior to the convenience of Internet shopping, consumers anticipated that retailers would be out of what they wanted. They weren't happy but they lived with it because they had no other choice. Today they do and they see a wasted trip as wasted time.

I like the ideas I found in the Kearney report but they seem more secondary to survival than essential. Great product displayed with great care with an inventory level that does not disappoint is what I see as the future of bricks and mortar retailing. What do you think?